I know, I know. I’m telling you about one more thing you should do, and you’re already feeling stretched to the limit as it is.
But if LinkedIn is one of the social media platforms that makes sense for your business, you should definitely share long form content via LinkedIn Publishing as part of your content marketing plan.
What is LinkedIn Publishing
In the fall of 2012, LinkedIn began adding long-form content (think articles and blog posts) by well-known business leaders such as Sir Richard Branson and Martha Stewart, to name a couple. The feature was known as LinkedIn Influencers, and it was a huge hit! On average, each post by LinkedIn Influencers drove over 30,000 views and received over 250 likes and 80 shares, according to LinkedIn.
As a result of this success, LinkedIn is expanding access to the ability to publish long form content. Not only are they increasing the number of Influencers, but they’re also rolling out this capability to all users in the form of LinkedIn Publishing. It’s a phased roll out, so most users will need to sign up on the waiting list to receive access to LinkedIn Publishing.
What Can LinkedIn Publishing Do For You?
1. LinkedIn Publishing posts are added to your profile
Looking for a low-cost way to have your profile stand out from others in your niche? Take the time to create well-crafted content as a LinkedIn. Face it – it’s likely that a lot of people won’t take the time to publish on LinkedIn. So when you do create quality long content on LinkedIn Publishing, your profile will stand out as unique and highly authoritative.
Publishing on LinkedIn will give a huge boost to your efforts to be perceived as an authority in your niche. This is awesome news, especially if you’re just starting out in your niche! Make sure you’re creating top-notch content (it is a business network, after all). Don’t wait for someone to declare you an authority – share awesome content authoritatively and watch your network grow.
2. People who aren’t connected to you can follow your posts
One of LinkedIn’s drawbacks in the past was the built in layer of difficulty in connecting with new people. It was a way of protecting the quality of your connections on LinkedIn. In my mind, however, it came at the cost of being able to easily connect with new people of interest in your niche.
LinkedIn Publishing will help you grow your network by creating a different way for people to stay connected with you. Now people who aren’t connected with you can follow your posts on LinkedIn publishing and choose to be automatically notified when you post.
Likewise, you can (and should!) follow other LinkedIn Influencers and users of LinkedIn Publishing so you can extend your network as well.
3. Posts on LinkedIn Publishing are searchable and indexed by Google
Your content on LinkedIn Publishing will be indexed by Google; they’ll have the Google +1 button as well. This means that the benefits of using LinkedIn Publishing go well beyond LinkedIn. (It also means that you shouldn’t give up your blog!)
The opportunity to enhance your image as a thought leader by using LinkedIn Publishing is a welcome enhancement to this business oriented social media platform. This will keep LinkedIn at the forefront of business oriented social networks you need to consider as part of your marketing mix.
Will you use LinkedIn Publishing to share valuable content? Why or why not? Leave a comment below!